A handy journalist technique whereby you write in such a way that even a cursory glance at an article gives the key facts, and the further you read down you increase your knowledge with the next most important facts. As opposed to say, a chronological account of an event where the important stuff may be at the end. The BBC at least are great examples of this, for instance in a Premier League match write-up.

Given how people read on the web generally, it’s pretty good to keep in mind for anything you write on the web too.

Also see: the best writing is rewriting, front load names to cue attention

Inverted pyramid writing

Goodhart's law states that when a measure becomes a target, it ceases to be a good measure. In other words, if you pick a measure to assess performance, people find a way to game it.

To illustrate, I like the (probably apocryphal) story of a nail factory that sets "Number of nails produced" as their measure of productivity and the workers figure out they can make tons of tiny nails to hit the target easily. Yet, when the frustrated managers switch the assessment to "weight of nails made", the workers again outfox them by making a few giant heavy nails.

And there's the story of trying to measure fitness by steps from a pedometer only to find the pedometer gets attached to the dog.

Some strategies for helping this are to try and find better, harder-to-game measures, assess with multiple measures, or allow a little discretion. More detail in this nice little article.

I also liked an idea I read in Measure What Matters of pairing a quantity measure with a quality measure, for example, assessing both the number of nails and customer satisfaction of the nails.

I revised the illustration. Here is the original

Goodhart’s Law: when a measure becomes a target, it ceases to be a good measure.

That annoying feeling after you’ve bought something where you’re just not sure if you did the right thing. Darn it.

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Buyer’s remorse